May 6, 2021

“The 1969 moon landing remains a vivid memory…the event embedded within me an early realization that the unthinkable could be achieved. And, as the world begins its long slog to recovery post-Covid-19, that moonshot mindset is precisely what we need right now…Life-changing impressions such as the moon landing can occur in a nanosecond, helping to shape generational mindsets and behaviors. Only by segmenting generations can we identify links between people’s formative experiences and their values, viewpoints, and visions today…When I look at the visionaries at the vanguard of progress today, many bear the indelible marks of the summer of ’69 and the space age begun a decade earlier. I think of those in the second half of the Boomer cohort… who sit on the cusp between the older Boomers and Gen-X…members of Generation Jones…this group came of age with a moonshot mindset and the knowledge that big dreams can become big realities… more curious than rebellious. Many of the best-known were studious, cerebral, and bookish types—unconstrained by geographic borders. To them, nerds were the new rock stars. I don’t consider it a coincidence that Tim Berners-Lee, Steve Jobs, and Bill Gates were all born in 1955 and entered high school around the time Neil Armstrong left those historic footprints on the Sea of Tranquility…now rewriting the rules of the present. They are leading efforts to combat climate change, innovating to serve and protect consumers, conducting business through a more global, equitable, and inclusive lens, and collaborating to disrupt outdated status quos…the impact formative experiences such as the moon landing have had on the generation offers pathways of insight and connection. Only by understanding the unique set of commonalities that color each generational cohort can we provide products and services that resonate. This is especially critical in a time of pandemic and radical change—a time ripe with opportunities for marketers and visionaries to map the moonshots of the future.”

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